But it doesn't matter what you or I think. The Grammys are going to be here for a while, and they're going to continue to do what they've always done, which is to promote a particular vision of the music industry's shape, size and cultural role.
While the Recording Academy's vision hasn't changed much, their tactics have. And underneath all of last night's crazy spectacle, we actually found some semi-helpful tips.
Use Personal Details
This year, Grammy producers got personal. Even though they might not have been the most musically impressive (in fact, they were among the weakest), the performances by Miranda Lambert, Katy Perry, and Justin Bieber were among the most memorable because of the private photos and video adorning their productions.
Even though the singers weren't performing songs they wrote themselves, the effect of seeing video of Katy Perry's wedding, for example, or childhood photographs of Miranda Lambert was striking. The producers occasionally overdid it (adding a grainy, quasi-Super-8 quality to Perry's wedding footage), but in an environment where giving personal, intimate performances is almost impossible, these small details went a long way toward giving these stars a more relatable, human quality.
Tease Your Fans (But Only a Little!)
One of the big aspects of the Grammys (and, theoretically, any artist's marketing) is anticipation: “Coming up, Bob Dylan performs with Mumford and Sons!" These kinds of teases are a crucial ingredient in sustaining interest, driving conversation, and building awareness in the special things you've cooked up for your fans.
They are also guaranteed to piss off the people who are only somewhat interested in what you do. This year, Grammy producers finally figured out that “Coming up" had better mean “Coming up soon," not “Coming up in three and a half hours," or “Coming up nine performances from now." If you're going to tease something, you'd better be ready to deliver it.
Show Your Range
Some people make fun of the outsized nature of Grammy performances. But most of the time, they start small, with someone sitting at a piano, lit by nothing but a spotlight, singing a ballad version of one of their hits; the confetti and the pyro and the latex-covered interpretive back-up dancers come later.
This is not to say that your sets have to build to outrageous, megaton bomb climaxes, but there should be some range between your loudest and your quietest. You should have different looks that you can display. You don't need to have a million, but you should definitely have more than one, and you should be able to pull this off, even if you can't afford any outfit changes.
It should be noted that the Recording Academy is still paying a price for some of its marketing tactics. But there's a reason that we can feel deep connections to even the most manufactured pop product, and these three tips are a big part of it.
